23rd Street Distillery Launch Event

The Challenge

SOCIETY worked with South Australian brand, 23rd Street Distillery to launch three new products, Pomegranate Vodka, Tropical Gin and Quattro Juniper Gin. We were tasked with driving national awareness and appeal of the new products in a highly saturated FMCG space through earned media and social coverage.

The Solution

SOCIETY implemented a three pronged approach consisting of a South Australian launch event, gifting and a press office to gain awareness at both a local and national level. SOCIETY developed an invite list for a VIP launch event of 41 South Australian influencers and media within the lifestyle and food space. Interstate guest, The Gin Queen, was also flown over to attend considering her alignment to the brand. This activity was supported by a tailored press office consisting of a media release and assets to help boost the launch nationally. Finally, we created a tailored list of gifting targets featuring aligned social media influencers and media targets within the drinks and lifestyle space.

The Response

Overall, campaign activity secured 217 pieces of coverage, reaching more than 6.9 million Australians. The launch event was incredibly well received with attendees and engaging elements of the event from product tasting to aesthetic cocktails and food encouraged attention grabbing content to be shared on both TikTok and Instagram. The event alone generated 182 pieces of content reaching 5.6M+ people.